# The Surge of Connected TV (CTV) and Its Possible Political and Discriminatory Effects
The swift growth of Connected TV (CTV) has transformed how consumers engage with content, merging traditional television with internet-based streaming effortlessly. As the CTV sector expands, concerns regarding its extensive data collection practices have also escalated, especially in relation to privacy, political influence, and possible discriminatory effects. A recent assessment from the Center for Digital Democracy (CDD) underscores these issues, advocating for regulatory measures to tackle the risks posed by CTV’s data-centric advertising strategy.
## Political Effects of CTV Data Accumulation
A significant concern illuminated in the CDD assessment is the potential utilization of CTV data collection for political ends. The report cautions that political candidates might take advantage of the extensive personal data gathered by CTV platforms to orchestrate “covert personalized campaigns.” These efforts could exploit insights into viewers’ political leanings, emotional conditions, and various behavioral metrics to deliver precisely targeted and manipulative political messaging.
### The Risk of Covert Political Campaigns
The assessment stresses that, in the absence of transparency or oversight, such practices could lead to the rampant distribution of customized political advertisements aimed at manipulating voters. These tactics may propagate disinformation, heighten political divides, and compromise the democratic framework. The capacity to micro-target individuals based on their personal data fosters an environment susceptible to manipulation, where political messages can be tailored for particular demographics in ways that are challenging to identify or regulate.
> “Without transparency or oversight, these behaviors could unleash countless personalized, manipulative, and meticulously targeted political advertisements, distribute misinformation, and further heighten the political divides threatening a healthy democratic environment in the US.”
This apprehension is notably pertinent in light of recent election cycles, where the influence of digital platforms on political conversations has been scrutinized. The CDD report proposes that CTV’s data-oriented advertising framework could further dismantle trust in the political system, allowing candidates to conduct campaigns that escape public visibility and traditional accountability mechanisms.
## Possible Discriminatory Effects on Minority Communities
Beyond the political hazards, the CDD report brings attention to the likelihood of discriminatory ramifications for Black, Hispanic, and Asian-American populations in the US. These groups are being “targeted by marketers as particularly valuable prospects” due to their swift embrace of new digital media services and strong brand allegiance. The report points out that Black and Hispanic communities, specifically, are prime targets for Free Ad-Supported Streaming TV (FAST) platforms.
### Collection of Racial and Ethnic Data
Concerns are raised regarding the increasing acquisition of racial and ethnic data for advertising and marketing objectives. This information, often used to create comprehensive consumer profiles, can be misused to deliver targeted advertisements that may reinforce damaging stereotypes or contribute to voter suppression efforts.
> “There are significant potential discriminatory repercussions from CTV’s collection of data from communities of color.”
Jeff Chester, the CDD’s executive director, argues that this sensitive data should not be employed for advertising targeting on CTV or other platforms. He warns that utilizing this information in political advertising could facilitate disinformation campaigns specifically directed at communities of color, potentially resulting in voter suppression and further political manipulation.
> “We perceive this as sensitive information that should not be incorporated into the data profiles employed for targeting on CTV and other platforms… Its application in political advertising on CTV will allow widespread disinformation and voter suppression efforts aimed at these communities.”
The report accentuates the necessity for heightened oversight and regulation to avert the misuse of racial and ethnic data in advertising, especially within the political context.
## The Call for Regulation
In light of these issues, the CDD has urged regulatory measures to confront the risks associated with CTV’s data gathering practices. A letter addressing the Federal Trade Commission (FTC), Federal Communications Commission (FCC), California Attorney General, and California Privacy Protection Agency (CPPA) requests a thorough investigation into the CTV sector regarding antitrust, consumer protection, and privacy concerns.
### The Demand for Oversight
The CDD contends that CTV has emerged as an “unregulated medium” within the US, paralleling other platforms, devices, and applications integral to the vast internet landscape. The organization is pushing for regulators to assess CTV practices and contemplate enhancements to existing legislation, such as the 1988 Video Privacy Protection Act, to guarantee that consumer privacy is safeguarded.
> “Connected television has established itself and expanded as an unregulated medium in the United States, alongside other platforms, devices, and applications that comprise the extensive internet industry.”
The CDD also calls upon antitrust regulators to scrutinize the business methods of major CTV entities like Amazon, Comcast, and Disney. The aim is to bolster competition and diversity in the digital and connected TV marketplace, which could alleviate some risks linked to data monopolies and the concentration of power in the
